Ancient Origins: The History of Halloween

Candy Sales Peak in Italy as Halloween Participation Reaches Millions

Halloween celebrations now draw approximately 11 million people across Italy, generating an economic impact estimated at 300 million euros. In the first half of 2026, the Italian candy sector recorded 293 million euros in revenue with 25.8 million kilograms sold, according to NielsenIQ figures.

While the holiday is widely celebrated today with costumes and themed events, its roots are deeply European. The celebration stems from a mixture of ancient pagan traditions and Christian calendar reforms, evolving significantly over centuries before taking its current modern form.

Halloween Origins Trace Back to Celtic and Roman Rites

Although modern celebrations arrived in Italy primarily through American movies, television series, cartoons, and books, the holiday’s true origins likely trace back to the Celtic festival of Samhain, which translates to “end of the summer.” The ancient Celtic calendar marked October 31 as the beginning of the new year. Pope Gregorio IV later fixed the Christian festivity of All Saints’ Day on November 1 in the year 840, establishing a continuity between the Christian holiday and older pagan rites.

Alternative historical theories connect the period to ancient Roman traditions. Some link the date to a festival dedicated to Pomona, the Roman goddess of seeds and fruits, or to the Parentalia festival of the dead. There was also an Irish tradition of carving turnips and other root vegetables into frightening faces during Samhain to ward off malevolent spirits—a practice that eventually evolved into the American pumpkin-carving tradition known today.

Market Trends and Generational Shifts in Italy

The commercial reality of the holiday in Italy centers heavily on confectionery products. 65% of Italians choose candies for trick-or-treating, outranking chocolates at 56%, snacks at 38%, and biscuits at 32%. Hard and filled candies led sales at 9.9 million kilograms, closely followed by gummy candies at 9.4 million kilograms.

An AstraRicerche survey for Unione Italiana Food identified citrus as the preferred flavor at 44%, followed by strong or balsamic mint at 39% and licorice at 36%. Participation is particularly high among younger demographics, with participation among under-35s reaching 70% in 2025. Three out of four Gen Z consumers eat candies for the holiday, favoring gommose and soft varieties for their playful textures.

Frequently Asked Questions About Halloween Traditions

Why is the holiday called Halloween?

The name derives from “All Hallows’ Eve,” an archaic English term signifying the evening before All Saints’ Day, which falls on November 1.

Which candies sell the most during the October peak in Italy?

Hard and filled candies lead the market with 9.9 million kilograms sold, followed by gummy candies at 9.4 million kilograms, according to NielsenIQ data.

How much revenue does the seasonal confectionery sector generate?

The confectionery sector reached 293 million euros in revenue during the first half of 2026, with October 2025 sales exceeding the monthly average by 11.4% and surpassing 55 million euros in value.